Examples of Greenwashing Persist in Products and Brands

February 26, 2026

Quick Listen:

In an age where consumers scrutinize corporate environmental promises more closely than ever, greenwashing remains a persistent threat to trust. Companies continue to stretch, exaggerate, or outright fabricate claims about their sustainability credentials, from vague “eco-friendly” labels to bold assertions of carbon neutrality without solid backing. These misleading practices span industries and continents, touching markets in Singapore, Malaysia,Indonesia, the UAE, the US, the UK, and Australia. As regulators tighten rules and shoppers grow more discerning, the gap between genuine environmental progress and clever marketing spin has never been more evident or more consequential.

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Defining Greenwashing and Why It Matters Globally

Greenwashing occurs when organizations overstate or misrepresent the environmental benefits of their products, services, or operations. Common tactics include ambiguous terms such as “sustainable,” “natural,” or “green” without meaningful evidence, selective disclosure of positive data while ignoring harmful impacts, or using imagery that implies eco-friendliness without substantiation.

This issue carries particular weight in regions navigating rapid development alongside rising environmental expectations. In fast-growing hubs like Singapore and Malaysia, consumer awareness often outpaces consistent enforcement. Indonesia faces intense pressure over commodity-linked deforestation. The UAE balances ambitious sustainability goals with luxury-driven green marketing. Meanwhile, mature markets in the US, UK, and Australia deploy increasingly sophisticated regulatory tools to combat deceptive claims.

Global brands operating across these diverse landscapes often create additional confusion through inconsistent standards, ultimately undermining confidence in legitimate sustainability initiatives.

Regulatory Momentum Builds Across Regions

Regulators worldwide are responding with greater urgency. In Singapore, authorities introduced comprehensive greenwashing guidelines in 2025 to help businesses avoid exaggerated claims, building on earlier enforcement actions by the Advertising Standards Authority of Singapore (ASAS).

Malaysia continues to grapple with scrutiny in the palm oil sector, where sustainability certifications face criticism for permitting damaging practices. Indonesia contends with similar challenges, as NGOs repeatedly expose gaps between corporate “no deforestation” pledges and ongoing forest clearance.

The UAE's high-profile sustainability initiatives sometimes contrast with questions over the authenticity of eco-tourism and luxury product marketing. In the United States, the Federal Trade Commission maintains and updates guidelines targeting unsubstantiated environmental assertions. The United Kingdom's Competition and Markets Authority (CMA) has pursued sector-specific action, particularly in fashion retail. Australia has levied substantial fines for misleading environmental marketing, with recent enforcement focusing on consumer goods.

These efforts signal a clear global trend: authorities increasingly demand verifiable evidence rather than aspirational language.

Concrete Cases Highlight the Problem's Breadth

Real-world examples demonstrate how pervasive greenwashing has become.

In Singapore, the ASAS ruled against electronics brand PRISM+ in late 2023 after an advertisement claimed its air conditioners represented the “best tip” to “save Earth,” despite their significant energy consumption. In early 2025, the same body banned Vietnamese airline VietJet's “Green Friday” campaign, which promoted discounted flights as a way to “contribute to a greener future” despite limited applicability across its fleet.

Malaysia's palm oil industry has faced long-standing accusations that certifications contain loopholes allowing environmentally harmful practices to continue under a “sustainable” label.

Indonesia regularly sees major palm oil producers criticized for deforestation in protected areas, even as they publicize strong sustainability commitments to international buyers.

In the UAE, certain luxury and tourism operators promote “green” credentials with limited independent verification, raising questions amid the country's broader sustainability narrative.

US enforcement actions frequently target misleading recyclability statements, carbon-neutral claims reliant on questionable offsets, and vague environmental benefits.

In the UK, the CMA's investigation into fast-fashion retailers including ASOS, Boohoo, and George at Asda culminated in 2024 with formal commitments to clearer, evidence-based green claims after concerns over misleading eco-labeling.

Australia has pursued legal action against sunscreen brands, including owners of Hawaiian Tropic and Banana Boat, over “reef-friendly” marketing that allegedly lacked scientific foundation given the presence of other potentially harmful ingredients.

These cases spanning electronics, aviation, commodities, fashion, tourism, and personal care reveal how greenwashing infiltrates virtually every consumer-facing sector.

Persistent Barriers to Effective Enforcement

Despite progress, significant obstacles remain. Consumers frequently encounter confusing labels, technical jargon, and contradictory information that erode overall trust in sustainability claims.

Regulatory frameworks show clear gaps in emerging markets such as Indonesia and parts of the UAE, where monitoring capacity and enforcement resources remain limited. Even in more advanced systems like Singapore and Malaysia, application can prove inconsistent.

Global supply chains add complexity, enabling companies to maintain different environmental standards across jurisdictions. In developing economies, economic priorities sometimes complicate strict definitions of “green” practices.

Why Authenticity Represents a Strategic Advantage

Greenwashing ultimately represents a wasted opportunity. Growing consumer preference for verifiable transparency creates strong demand for brands that deliver genuine sustainability.

Markets such as the UAE and UK especially reward authenticity with loyalty and premium positioning. Companies that invest in credible tracking, third-party verification, and transparent reporting position themselves for long-term success.

Advanced tools are facilitating this transition. According to industry analysis, the global ESG software market was estimated at USD 940.7 million in 2023 and is anticipated to reach USD 2.73 billion by 2030, growing at a compound annual growth rate of 17.3% from 2024 to 2030. This expansion is fueled by intensifying regulatory pressure, investor expectations, and corporate commitment to measurable sustainability outcomes. Such platforms enable accurate data collection, automated reporting, and compliance across complex operations helping businesses move from marketing claims to demonstrable results.

Authentic approaches shield companies from reputational risk, legal penalties, and consumer backlash while opening doors to the expanding green economy.

The Path Forward: Accountability and Consumer Power

Experts agree that meaningful change requires businesses to anchor environmental statements in measurable performance, supported by robust data and recognized standards. Stronger legislation appears imminent in key markets including Singapore, the UK, and the UAE.

Consumers themselves wield considerable influence. Informed purchasing decisions favoring brands that provide clear evidence and avoid exaggeration accelerate the shift toward accountability.

As scrutiny intensifies across these diverse markets, the divide between superficial rhetoric and substantive action continues to shrink. The companies that thrive in the coming decade will be those that match ambitious sustainability language with transparent, verifiable progress earning trust in an increasingly eco-conscious global marketplace.

Frequently Asked Questions

What are some real examples of greenwashing by brands?

Greenwashing examples span many industries and regions. In Singapore, electronics brand PRISM+ had an ad banned for claiming its air conditioners were the "best tip" to "save Earth," and VietJet's "Green Friday" flight campaign was pulled for misleading eco-claims. In the UK, fast-fashion retailers ASOS, Boohoo, and George at Asda were investigated by the Competition and Markets Authority over deceptive eco-labeling, while in Australia, the owners of Hawaiian Tropic and Banana Boat faced legal action over unsubstantiated "reef-friendly" marketing.

What is greenwashing and why is it harmful to consumers?

Greenwashing happens when companies exaggerate, fabricate, or vaguely imply environmental benefits of their products or services without credible evidence using terms like "sustainable," "natural," or "eco-friendly" without substantiation. It's harmful because it erodes consumer trust in legitimate sustainability efforts, making it harder for shoppers to make informed purchasing decisions. It also undermines genuinely responsible businesses by allowing deceptive competitors to gain unfair market advantages.

How are regulators cracking down on greenwashing claims?

Regulatory bodies worldwide are increasingly demanding verifiable evidence behind environmental marketing claims. In the US, the Federal Trade Commission enforces guidelines against unsubstantiated green assertions, while the UK's Competition and Markets Authority has pursued sector-specific investigations into fashion retail. Singapore introduced comprehensive greenwashing guidelines in 2025, and Australia has levied significant fines for misleading environmental marketing signaling a clear global trend toward stricter accountability for corporate sustainability claims.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

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